IG Wines
IG Wines is a fine wine merchant and investment advisory company that provides wine investors and collectors with complete confidence in their fine wine transactions and portfolio management decisions.
IG Wines
"Great Results, In 12 months reaching over 500k social profiles and generating 589 leads over 1 year at £48 per conversion."
Buy fine wine for drinking pleasure and stock your cellars.
IG Wines is a fine wine merchant and investment advisory company that provides wine investors and collectors with complete confidence in their fine wine transactions and portfolio management decisions. They specialise in the finest wines that constitute the backbone of investment, collecting and drinking, focusing on Bordeaux, Burgundy, Italy and other leading areas from the rest of the world.
We offer complete and personalised investment analysis of your wine portfolio, focusing on identifying buying and selling opportunities, market timing and continuous management to help you build your perfect cellar. Their expert advisors provide tailored advice to help you make the right decision, whether you are seeking to maximise a wine's drinking horizon or make a return on your investment. To give clients further confidence, they provide access to our innovative tools that help you analyse the market and monitor your investment.
The Challenge
When our team was tasked with marketing a non-e-commerce wine buying and investment platform, they knew it would be challenging. The traditional e-commerce model relies on customers being able to purchase items directly from the website; this works well for impulse purchases. However, for this project, customers must fill out an enquiry form about the product they wish to purchase. Once the customer had submitted the enquiry, a sales team member would contact the customer to finalise the order or investment requirement. This change may seem small, but it can significantly impact the customer experience. By forcing customers to reach out to the sales team, we give them a chance to change their minds.
The Solution
Based on the investment service, IG Wines were able to build trust and confidence with the customer. We took advantage of the enquiry process by leveraging the human element as part of the transaction. A callback allows people to ask questions and get more information about the product before they purchase with the opportunity for an up sale. We ran Paid Social ads and Google Ads, splitting campaigns to fine wine investment, wine lovers, and wine offers and then campaign driven with launches such as En Primeur. By creating a smooth process for asset creation, we kept ads fresh and front of mind. We also created a set of multi-variant landing pages on Unbounce so that we could test imagery and messages to best convert visits.
Services
- Google Ads
- Facebook Ads
- Instagram Ads
- Google Analytics
- Landing Page Creation
The Outcome
Thanks to the digital campaigns we produced, we significantly increased traffic to our website in just one year. Most of the website traffic came from these campaigns, with Facebook being a significant contributor. We used attractive assets to drive interest in specific wines on the website, which led to our ads showing to over 500,000 highly targeted people. We showed our display ads 518,888 times to remarketing, competitors’ and in-market audiences. We appeared 1,579,631 times and generated 352 leads, with an average conversion cost of £42 per lead. Based on the high-end wines and investment values, this created excellent revenue opportunities. Google AdWords also significantly contributed to our success, with 161 conversions at £55 per conversion and 76 phone calls. The CTR (Click Through Rate) for the campaigns averaged 1.72%, whilst the average CPC (Cost Per Click) was £0.77.
